Apple is announcing the latest iPhone today in its Cupertino headquarter.

This event marks the tenth year anniversary of the iconic mobile device, and the company has aptly named the new incarnation the iPhone X. Industry analysts expect a $1000 price tag on the product, without discount packages from various mobile carriers.

Is this $1k cellphone the turning point where Apple fans start looking for alternatives? Or are users so entrenched in the tech ecosystem that it’s difficult to get out? How has the phone evolved in the past ten years to end up where it is now? Host Larry Mantle goes through the history of the cult device with Ian King, tech reporter for Bloomberg, and Brian Merchant, editor at Motherboard at VICE.